Overall, streaming video services like Netflix are now used by more than 42pc of US households.

The report also found 68pc of consumers indulge in binge-watching – defined as ‘viewing three or more programme episodes at one sitting’. In fact, 31pc of Americans who binge-watch do so at least once a week.

“Personal viewing experiences and the ability to consume media at your own pace is significantly impacting how US consumers value their content devices and services,” said Gerald Belson, vice-chairman of Deloitte.

“Today, binge-watching, and the ability to watch what we want, when we want, and where we want, is an exciting cultural phenomenon that is shifting consumer behaviours and attitudes towards curating an individual experience.”

The study surveyed more than 2,000 consumers in the US aged 14 and up in November 2014.